The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More
// By Lisa D. Ellis // Do you know exactly how people decide where to go for their medical care? Understanding the path that patients take to access care can help you determine where in the decision process you have the best opportunity to influence them to select your system. Mapping the Decision Pathway Consider Read More
“Much has been written about marketing health care products and services to millennials, and for good reason,” says Ken Robbins, CEO and founder of digital agency Response Mine Interactive. “Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to Read More
// By Ken Robbins // Much has been written about marketing health care products and services to millennials, and for good reason. Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to overlook other generations. More focus should be Read More
“Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country,” says Ryan Hanser, APR, who leads Hanser & Associates, a full-service PR firm based in Des Moines, Iowa. “Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority of expertise. Read More
// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More
“A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that ‘patient-centricity’ is a buzzing topic for a variety of stakeholders—from regulators and payers to provider organizations,” says Matt Hummel, founder and President Read More
From Research to Personas in 3 Steps // By Matt Hummel // A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that “patient-centricity” is a buzzing topic for a variety of stakeholders—from Read More
“Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the customer,” says Lindsay R. Resnick, Chief Marketing Officer of Wunderman Health. Resnick says several “known unknowns” will affect the health care landscape Read More
Four critical areas of focus for every health care marketer, and how to make it happen! // By Lindsay R. Resnick // Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the Read More
When patients come to your hospital for services, do you take the time to spotlight your organization’s strengths and let them know how much you value their health and well-being? You should be marketing not only to prospective patients, but also to current patients when they come to your facility; you want them to know Read More
“In health care, it isn’t just the care that’s changing,” notes Claire Hovis, Vice President and Account Director of Capstrat, an agency that helps health care clients and others tell their stories with power and persuasion. “Power is changing.” She says “expert-driven” communications—which in the past have given providers and large corporations a strong position Read More
By Claire Hovis In health care, it isn’t just the care that’s changing. Power is changing. “Expert-driven” communications that placed providers and large corporations atop the information market are giving way to a generation of empowered consumers who are more engaged and have higher expectations. Access is changing. The Affordable Care Act has brought health Read More